Zero Pulse
Neo-hedonism: pleasure as a (monetisable) manifesto
By Anthony
To begin
For a long time, pleasure was viewed as a form of letting go—an escape from daily constraints, often linked to alcohol, excess, and a loss of control. Today, a quiet yet profound cultural shift is underway: we no longer seek merely to unwind or indulge, but to do so in a different way. Amidst this transformation, one term is gradually gaining traction in the language of brands, media, and consumers alike: neo-hedonism.
This concept—at once philosophically rich and imbued with new marketing power—puts a name to our changing relationship with pleasure. It is no longer about escaping or losing oneself, but rather about living fully and consciously, in alignment with one’s values and boundaries. In this context, sobriety—specifically the voluntary abstention from alcohol—no longer appears as a form of renunciation, but rather as a positive act of reclaiming oneself.
How has this term, with its ancient roots, been co-opted—or even reinvented—by industry giants? What does it reveal about our times and their contradictions? And how can it shed light on new non-alcoholic consumption habits?
From Epicurus’s gardens to branding strategies
The word "hedonism" derives from the Greek hēdonê (ἡδονή), meaning pleasure. In antiquity, it was primarily Epicurus who structured a philosophy of pleasure as the foundation of a good life. Yet, far from the caricature of unbridled pleasure, Epicurus offers a measured and thoughtful vision, based on the pursuit of stable pleasures and the avoidance of unnecessary suffering.
In his Letter to Menoeceus, he writes:
“When, therefore, we say that pleasure is the goal of life, we do not mean the pleasures of the profligate or those found in physical indulgence—as some believe, whether out of ignorance or opposition to us—but rather the absence of bodily pain and mental distress.”
Yet Epicurus is by no means an ascetic. He does not reject sensory pleasure, provided it remains natural, necessary, and free from dependency. He values simplicity, conviviality, and contemplation, but always within a framework of joy that is embraced, clear-sighted, and enduring.
It is this ethic of chosen pleasure —mindful of its consequences—that finds a new resonance today in what some call neo-hedonism, even though it is transposed into a world saturated with constant demands and market-driven logic.
Reinventing pleasure to sell it better
In the contemporary world, references to Antiquity never emerge by chance; they are often reworked to align with collective imaginaries. The term “neo-hedonism,” with its philosophical weight and sophisticated approach, is no exception to this rule. Today, it is deployed in contexts far removed from Epicurus’s philosophy —particularly in marketing, where it embodies a new form of consumption that is pleasure-oriented yet resolutely responsible.
A prime example is Diageo, a global player in the spirits industry, which has made neo-hedonism a cornerstone of its foresight reports, notably in its Foresight Report 2025. In it, the group identifies a growing desire for a more balanced, mindful, and “healthier” form of pleasure—often alcohol-free. What it terms neo-hedonism is defined as an underlying trend: “the pursuit of meaningful moments of indulgence that align with personal values, well-being, and sustainability.” (Diageo Foresight Report)
With this in mind, the pleasures of the table, taste, and celebration remain central, yet are stripped of guilt and excess: the focus shifts to quality over quantity, subtlety over raw intensity, and being present rather than escaping reality.
This move proves strategic. Faced with a generation of consumers who are more moderate —or even abstinent —promoting an alcohol-free festive experience serves as a lever for brand image and product diversification. This is how Diageo is developing its "0.0" ranges and backing brands like Seedlip —pioneers in the alcohol-free spirits sector—while crafting a new narrative around enjoyment.
However, this move raises questions. When a group historically linked to hard liquor positions itself as a champion of a new kind of sober pleasure, is it a genuine alignment with new values... or merely an opportunistic shift in its storytelling? Here, the concept of neo-hedonism acts as an interface: between sincere individual aspirations and commercial strategies to capture consumers, and between shifting mindsets and market adaptation.
The new paradigm of chosen sobriety
The cultural shift from moderation to conscious pleasure
Building on neo-hedonism, alcohol-free consumption is becoming a prime space for redefining pleasure. The Distilled 2025 report clearly shows that consumers are seeking memorable experiences, yet without necessarily pursuing extreme intensity. The trend known as “Decelerated Occasions” —up 79% year-on-year—illustrates a desire to slow down the pace of social interactions and reconnect with oneself, others, and one’s surroundings.
This phenomenon is part of a broader shift towards “Conscious Wellbeing,” where moderation is no longer a constraint but a deliberate choice. Among the observed micro-trends, “zebra-striping” — alternating between alcoholic and non-alcoholic drinks at the same event —is becoming mainstream: nearly a quarter of UK consumers already practice this in hospitality venues.
The alcohol-free sensory experience as a source of innovation
Sobriety does not mean a lack of pleasure; instead, it is becoming a starting point for new sensory explorations. The report highlights the growing enthusiasm for rich, immersive culinary and flavour experiences, often paired with alcohol-free products enhanced with adaptogens or nootropics (to support mood or cognitive function).
This shift from pleasure towards mindfulness is transforming the way we socialise: we don’t “party without alcohol” to deny ourselves, but to feel more, savour more, and remember more. The report highlights “Flavour fusion journeys,” “Alternative Social Spaces” (conversations up 42% in a year), and a growing appeal for intimate, well-designed events where alcohol is no longer an invisible norm but simply one option among many.
In short, sobriety is becoming a vehicle for enhanced pleasure —no longer defined by quantity but by quality —where every detail matters: the music, the lighting, the flavours, and the tangible presence of bodies and emotions.
What if our freedom had a marketing department?
A gentle revolution driven by individuals
The success of neo-hedonism cannot be explained solely by marketing strategies. It answers a deep-seated social aspiration: a desire for pleasure that is aligned, clear-eyed, and free from dependency. For many, sobriety is becoming a form of personal empowerment —a rejection of autopilot behaviour and a way to reclaim one’s time, energy, and emotions.
This movement cuts across the board: it affects mental health, productivity, social relationships, and self-image. It manifests through the rise of sober rituals (0.0% cocktails at home, non-alcoholic tastings, morning parties), as well as a quest for authentic connection. The Diageo report highlights this search for “meaningful connections” —those chosen, deep bonds that are gradually replacing hazy nights out and foggy mornings after.
When meaning becomes the product
However, this cultural shift has not gone unnoticed by brands, which view neo-hedonism as a new commercial narrative to leverage. By reshaping their product ranges, campaigns, and partnerships, groups like Diageo are tapping into this desire for well-being, moderation, and individuality.
The report identifies several key signals: unique products, exclusive experiences, AI-driven personalisation, and "meaningful" cultural partnerships. What is being sold is the story of the perfect moment — a moment that holds significance. It is no longer just a drink being sold, but a flattering scene from your life.
This co-option is not inherently illegitimate. It demonstrates that brands must evolve with the times. Yet, it raises a fundamental question: can we trust a form of hedonism driven by commercial objectives? Can it remain a philosophy of emancipation when it is simultaneously being instrumentalized to generate market value?
As it unfolds today, neo-hedonism wavers between a genuine desire for personal alignment and strategic storytelling by brands. It reflects both our wish to break free from automatic behaviours—particularly regarding alcohol—and the market’s ability to capture, absorb, and redirect that impulse into "meaningful" products, campaigns, and experiences. Yet, this tension should not drive us to cynicism. For if brands are telling the story of our quest for conscious pleasure, it is because that quest is real. If words like sobriety, well-being, quality, and connection resonate in marketing narratives, it is precisely because they are woven into our lives. The question, then, is not to reject this co-opting outright. It is about how to preserve a space for inner freedom. How—in a world saturated with signals—can we continue to choose pleasures that truly reflect who we are, create our own rituals, and avoid confusing comfort with conformity? Neo-hedonism can serve as a bridge: between an old world defined by codified excess and a new world where we savour things better, more slowly, and with greater clarity. Provided, of course, that we don’t outsource its definition entirely!